How would the way you create content and manage your content operation change if you didn’t know the: Intended audience Purpose or intended use cases for the content User experience to evoke Key points to include and exclude Desired outcomes and associated calls to action Required length or format? If you intend to repurpose content, this is exactly what you are facing. If you want to get more out of content investments – to meet content quality, timing and availability, use case coverage, version and format requirements, in light of normal budget and resource constraints – you must resolve this dilemma. Repurpose vs. Reformat I see a lot of confusion about the concepts repurposing and reformatting. They are not the same. Most people mean reformat rather than repurpose. Take a whitepaper, webinar, etc and “turn it into” a blog, an infographic, chop it up into little videos or...